About
For years, Giselle was told to pick a lane. Engineer or creator. Strategist or marketer. Her path, however, has never been particularly linear. She studied industrial engineering, moved into management and digital innovation, co-founded a startup, and eventually found her way into nearly a decade of marketing. Along the way, she kept creating: telling stories, building communities online, and hosting a podcast that shared the stories of women in the diaspora making an impact.
That mix of experiences found a natural home at Let There Be, where science marketing is built as a connected process. Science Intelligence™ creates the foundation, Science Story™ makes the science meaningful, and Science Studio brings it to life. As an Account Manager, Giselle works across each stage, keeping an eye on both the details and how they connect to the bigger picture.
It clicked when Alex first explained the company to me the same way he explains it to clients. I could finally see the product: taking something complicated and scientific and making people actually understand and care about it.
Giselle Ghaffari
A question that comes up in Science Intelligence might become the beginning of a story. A creative decision might reveal something the strategy needs to answer. A client concern might make more sense once you understand what happened three steps earlier. The work doesn’t always make sense while you’re in the middle of it. Sometimes you have to get to the other side, look back, and see why a particular question, constraint, or unexpected turn mattered.
That perspective shapes how Giselle works: connecting the dots, keeping things moving, and making sure good ideas don’t get lost between disciplines. Her experience as a creator also keeps the audience in the room: the person who encounters the work without knowing the science, strategy, or everything that went into making it. She understands what it takes to make something complex feel clear, human, and worth paying attention to.
Maybe that’s why she’s never been particularly good at staying in one lane. She’d rather understand how the lanes connect.
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